Strada 234

Beneath a looming green highway destined to become the Greenway, we reimagined a former biscuit factory. Embracing industrial chic, we led with bold, unconventional work—designed to attract the adventurous before it was a trend.

Client: Otis & Ahearn / The Carlyle Company
Industry: Real Estate

strada man with clippers for featured image

IT’S THE ATTITUDE

Strada 234 embodies European sophistication with a modern urban edge. Strada, Italian for “street”, nods to the North End’s rich heritage, while 234 adds a sleek, contemporary touch. The result—a distinctive, memorable brand that captures industrial charm and upscale city living.

The logo references the views of the water from the building’s huge balconies as well as the number on the address.

The tagline “It’s the attitude” captures Strada 234’s bold, industrial spirit—designed for those who saw potential before it was obvious. More than style, it reflects a confident, ahead-of-its-time mindset.

strada 234 man with shears and topiaries

French folds with a die cut showcasing the exact view from a window and time of day it was photographed.

Strada 234, in Boston’s West End, began as the Austin Biscuit Company in the early 20th century—later home to Loose-Wiles and Sunshine Biscuit. A legacy of industry, reimagined.

strada 234 girl with peach by boston graphic design studio adams design

Rather than focus on the building, we branded a lifestyle—Boston’s first concept-driven campaign, using people to spark image and desire.

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